2006 was known as the adjustment year for the heavy truck industry. After experiencing the downturn in 2005, experts estimated that the growth rate of the heavy-duty truck industry in 2006 was about 10-15%, slightly higher than the growth rate of GDP. Heavy trucks, as an important means of production, are closely related to the macro economy. The government's macroeconomic control, industrial restructuring, and rising energy prices have made the heavy truck industry move forward slowly. In 2006, the heavy truck market could be described as warm and cold.
However, Shaanxi Zhongqi has risen against the trend. In recent years, its annual growth rate has exceeded 50%, and the average growth rate in 2006 was as high as 88%. This “Shaanxi steam speed†has caused the industry insiders to be alarmed. What contributed to the rapid development of Shaanxi Heavy Duty Truck? How long can this high speed be maintained? Obviously, the interpretation of "Shaanxi's steam speed" has certain reference significance for China's heavy truck industry breakthrough.
Development of life and death speed
“The speed of development is not high or low, this is the speed of life and death of our Shaanxi Autoâ€, said Fang Weihong, general manager of Shaanxi Auto. “The rule of survival for the market is that fast fish eat slow fish, and Shanxi Auto must do the only thing, which is to follow the market†.
In China, the growth rate of fixed assets maintains a relatively high level. Coupled with the fact that the heavy-duty truck industry has an annual capacity of 280,000-300,000 vehicles, which is much larger than that of the medium-sized passenger vehicle industry. Heavy-duty trucks have always been the most attractive market segment for the commercial vehicle industry. Automotive Group's must-do list. For Shaanxi Auto, the competitors are not only old-fashioned liberation and Dongfeng, but also international brands such as Volvo and Auman.
In this fierce competition, speed has become a magic weapon for Shaanxi Automobile to achieve industrial breakthroughs. Behind the high-speed, Shaanxi Automobile's rapid market response mechanism, products, services and accurate marketing that closely follow customer needs, and the lag of any link, can not achieve sustained high-speed development. This is like a hurdler. If you want to run fast, your physical fitness must be comprehensive.
Shaanxi Steam's bulk production of the 2006 fuel-saving products was considered to be close to customer needs, and new accelerators were introduced, setting off a fuel-efficient wave in the industry. As we all know, the oil and energy situation is increasingly severe, and oil prices are steadily increasing. Heavy-duty card users urgently need products with lower energy consumption to reduce operating costs. Shaanxi Auto's fuel-saving series of products in 2006 was built specifically for fuel economy and has undergone a number of technological innovations.
In this series, the core engine cooperates with Weichai Power. The engine was developed by Weichai and AVL Austria in one year and the fuel consumption was reduced by 10-15%. The Hande single-stage bridge adopted by Shaanxi Auto is also a new-generation product developed through technology introduction and combining with the actual situation in China. It has the outstanding characteristics of “high load-bearing, high efficiency, and low fuel consumptionâ€.
At the same time, Shaanxi Zhongqi will continue to integrate the Steyr vehicle technology, the German Man Corporation F2000 vehicle technology, and its own military vehicle technology to continuously improve fuel economy. It also invested heavily in purchasing advanced analytical software from abroad and optimized the matching parameters of the assembly to achieve seven major technical improvements to the engine's intake and exhaust systems, significantly reducing fuel consumption.
Shaanxi Automobile's big investment in fuel conservation has also received a response from the market. As soon as the products were put on the market, Shaanxi Automobile's quarterly growth rate was as high as 200%. Not only the best-selling domestic, but also exports to East Asia, Africa, South America, Europe and other countries and regions, once again solidified Shaanxi Auto's leadership in the heavy truck industry.
The power needed for heavy trucks is easy to increase, but low fuel consumption is not easy to achieve, and it requires strong technical strength to ensure the manufacturing process. Insiders pointed out that due to the development trend of the international heavy truck industry and changes in the domestic economic environment, fuel economy and stability have become the main indicators for measuring heavy trucks.
The second first camp conversion
The conversion of the brand camp is actually a process of survival of the fittest. Currently, in the domestic heavy truck industry, Liberation, Dongfeng and China National Heavy Duty Truck are in the first camp. The total market share of the three is more than half of the country's total. Futian and Hongyan are in the second camp. Other well-known foreign brands such as Volvo, Auman, etc., although the market share is not high, but its strong economic and technical strength, it has the potential of late-morning, can not be overlooked.
Shaanxi Automobile, the industry's accurate positioning is between the first camp and the second camp. Because of its long-term strong momentum of rapid development, it is possible to enter the first camp at any time.
“Shaanxi Automobile is still in the stage of development, and it stands out from the second camp. Entering the first camp is a process of quantitative change and qualitative change, and it is a process of reforming the country.†In July 2006, at the Great Hall of the People Brand Declaration, Fang Weihong, general manager of Shaanxi Automobile, stated that “we will adhere to the combination of independent innovation and international cooperation and plan to use Shaanxi Automobile to become a world-renowned heavy truck brand in 10-20 years.â€
In fact, the battle between the first and second camps of the brand is almost a matter of life and death for heavy truck companies. According to analysis by industry insiders, there are about 30 heavy truck companies in China, and now there are nine. The future market capacity may only allow about 5 companies to survive.
Undoubtedly, the background of military enterprises, the two military parades in front of Tiananmen Square, the construction of Shenshenwushen, and the construction of the Qinghai-Tibet Railway have all contributed to the branding of Shaanxi Auto. Brand building is a long-term and cumulative process. In 2006, Shaanxi Auto was the annual strategic guideline for “building the Shuangyou brand with optimal quality and service, and first-rate management of products with first-class productsâ€. The company started with various processes such as R&D, procurement, manufacturing, sales, and service, established a good corporate image, product image, and service image, and its brand power has also been further improved.
Marketing is only for "winning sales"
Precise marketing strategies and implementation provided a boost for Shaanxi Auto's leap in 2006. The application characteristics of heavy-duty truck products have determined that their regional markets are significantly different. Therefore, providing a close-knit service in the regional marketing service network is a key issue. According to reports, at present, Shaanxi Shouqi has established a sales service network layout of nearly 27 provincial offices, more than 400 distribution units, more than 100 converted units and more than 400 maintenance service stations nationwide.
In 2006, Shaanxi Automobile's marketing network will also operate in parallel with Weichai Power's 1300 service network, forming more than 1,700 service networks throughout the country. At present, Shaanxi Zhongqi has the largest and most complete service system in China and even in the world.
Not only that, in 2006, Shaanxi Steam also won praise for its customers. In the middle of the year, Shaanxi Auto's “Eco-saving User Summer Camp†invited heavy-duty users from all over the country to participate in practical lectures for fuel-efficient experts, visit Shaanxi Automobiles Commercial Vehicle Industrial Park, conduct test drive, enjoy special performances, and visit Xi’an Ancient City, etc. The distance from the user has won the market opportunities.
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